Social media platforms are increasingly becoming the primary source for American cooking advice, with many individuals preferring guidance from online "food-fluencers" over their own mothers, according to a survey by Talker Research for Maruchan. The study of 2,000 adults found that one in five Americans would rather receive cooking tips from social media personalities than from their mothers.
For many, social media is supplanting traditional ways of learning to cook, with only 33% of respondents believing their mother's recipes are on par with advice found online. This trend suggests a rewriting of the tradition of passing down family recipes, as younger generations, in particular, are turning to social media instead of cookbooks.
Nearly half of those surveyed (47%) believe social media has been more instrumental in teaching younger generations to cook than traditional recipes. Americans are regularly consulting social platforms for what to make (47%), how to prepare it (40%), and to discover new food items worth trying (26%). The survey highlights that social media has become central to the entire cooking journey, from grocery shopping to enjoying the final meal.
Cooking videos on social media have motivated a significant number of Americans to explore new foods, with 71% reporting increased interest and 51% having actually tried viral recipes. For 54% of respondents, the algorithm has effectively become the modern cookbook, transforming their approach to cooking regardless of age.
The influence of social media extends to improving kitchen confidence and creativity, with 38% of respondents citing these benefits. It has also normalized unconventional food combinations for 64% of users. Popular viral recipes that respondents have attempted include "fancy instant noodles," "whipped coffee," "baked feta pasta," "chia seed pudding," and "cucumber salad."
Many users report success in recreating these dishes, with some finding their own versions even better. Meal hacks are particularly favored, with 72% agreeing that simple or pre-made meals serve as an excellent base for culinary creativity and self-expression. Furthermore, 42% are likely to enhance convenient or instant meals by adding their own ingredients, challenging the notion that time-saving means sacrificing flavor.
Katelyn Stokes, marketing director at Maruchan, noted that "Feeling confident in the kitchen often starts with having the freedom to make a dish your own." She added that "flexibility plays an important role in helping people enjoy the cooking process," as evidenced by the 68% of respondents who feel more confident when they can customize a meal.
The survey also revealed key lessons learned from social media cooking, such as the idea that "cooking doesn’t need to be complicated" (31%), "you can adjust any recipe you want" (29%), and "inexpensive meals can be satisfying" (26%).
Affordable and quick recipes have gained traction, with some requiring as little as eight minutes to prepare and costing as little as $6.40. Many respondents expressed surprise at the low cost of some recipes and a strong interest in trying them. The practice of enhancing simple bases with original ingredients is popular, with 61% of users doing so.
Pasta dishes, frozen pizzas, and instant noodles are frequently customized. For instance, instant noodle enthusiasts have been known to add ingredients like soft-boiled eggs, frozen peas, spinach, hot sauce, and sesame oil to their meals. Food content is the dominant category on social media, capturing 35% of users' attention, surpassing humor, news, and beauty content.
Social media has inspired nearly half of Americans (47%) to commit to trying at least one viral recipe per month. Additionally, 51% are eager to share photos of their creations to contribute to online "food-spiration."